Michael J. Rosen

Michael J. Rosen is President of ML Innovations, Inc., a fundraising and marketing consulting firm serving nonprofit organizations and the companies that assist them. An AFP Certified Master Trainer and winner of the prestigious AFP/Skystone Prize for Research, Michael is the author of the bestselling book "Donor-Centered Planned Gift Marketing."

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Posts tagged ‘donor research’

Nonprofit organizations are making a big mistake. Many charities ask individuals to consider making a “Bequest Gift.” Of course, an even bigger mistake is not asking at all. However, there is a better way.

Russell James, JD, PhD, CFP, a leading philanthropy researcher based at Texas Tech University, reports that the latest research shows that asking people to consider “Gifts in your will” generates far more interest. When asking prospects to consider a “Bequest Gift,” 18 percent responded, “I might be/am definitely interested.” By contrast, when prospects were asked to consider “Gifts in your will,” 28 percent expressed interest!

James will offer additional research-based insights in a FREE webinar, Words that Work II: The Phrases that Encourage Planned Giving, hosted by MarketSmart on Wednesday, June 8, 2016 at 2:00 PM EDT. Registration is required and space is limited so click here now.

During the webinar, you’ll get the following information:

How to describe bequest gifts and tax benefits in a way that will increase a person’s desire to learn more;

What elements of a charitable gift annuity advertisement make people want to get one;

What the latest data patterns say about trends in charitable estate planning;

The best “front door” phrase to get people to read about planned giving information;

Test results that showcase the responses to different charitable gift annuity advertising messages;

And much more of great interest and value!

In short, James’ webinar will provide you with powerful, practical insights that will help you enhance your planned giving results.

So, why is asking for a “Bequest Gift” less effective than asking for “Gifts in your will”?

New York’s Dalton School inappropriately released private alumni information to its volunteer fundraisers. The New York Times reported the blunder that sent a shockwave through the School’s community and may have a chilling effect on fundraising.

Do not let this happen to your organization.

While volunteer and professional fundraisers must have useful information to effectively perform, organizations must protect sensitive items and keep them confidential. I’m going to provide you with eight tips that will help you keep your organization safe and your prospects and donors happy.

But first, let me tell you what went wrong at Dalton. Here’s what The New York Times reported this month:

But recently, one of the top Manhattan private schools, the Dalton School, might have been a little too open with the data it had about some graduates. The school said [February 7] that it had given out to some alumni who had volunteered to raise money for Dalton information about several other alumni whose own children had applied to the school. The information included whether those children had been admitted, information that most parents prefer not to be shared, especially in cases where the answer is no.”

It is common and acceptable practice for nonprofit organizations to share prospect and donor information with both volunteer and professional fundraisers. Such information often includes contact information, spouse or partner data, affiliation, giving history, volunteer involvement, event participation, and interests.

Dalton ran into trouble when it disseminated information about whether the children of prospects applied for admission and were rejected by the School.

The Times article quoted an upset alumna:

’It’s horrible,’ said one alumna who has been financially supportive of the school, and like nearly everyone interviewed about what happened, declined to be identified for fear of upsetting school leaders. ‘Why should anyone know how much I have given and whether my kid got in or didn’t get in or even applied?’”

Prospects and donors care about their privacy. They do not want to feel that they are being spied on. They do not want private information about themselves or, especially, their children disseminated to friends and acquaintances. Dalton overstepped by releasing admissions information about alumni children, something acknowledged by the School:

’We apologize for and deeply regret the release of this information,’ said the letter, written by Ellen Stein, the head of school. ‘We are reviewing our protocols to ensure that information about the admissions status of all Dalton families and applicants is protected and remains confidential. We have reached out to apologize personally to those 11 alumni whose names were listed.’”

While I applaud Dalton for reviewing its data protocols after the inappropriate release of private information, it would have been far better if it had had this review before a problem occurred. You now have that opportunity.

Before a crisis happens at your organization, take the time to review your organization’s own prospect research and information sharing protocols.